Criss Angel demonstrates.
On one hand, the microwave popcorn bag that turns into a bowl is so simple that it's embarrassing nobody invented it before now (or even 2009, when a designer in Finland offered this prototype). On the other hand, it's pretty amazing. Watch the Orville Redenbacher spot below and after 15 seconds you'll have forgotten it stars Criss Angel.
If you think we're a little bit easily impressed, you're probably right, but we seem to have good company. The Orville Redenbacher Pop Up Bowl commercial has proved the best-recalled new spot in May, according to the latest research from Nielsen, beating strong spots from brands including Volkswagen, Ford and Cheez-It.
As usual, that's not the same as being the best-liked. That honor went to a Chevy commercial in which a small boy learns how to salute so he can welcome his father home from military service.
Orville Redenbacher
| Nielsen Top Ten Most-Recalled New Ads, May 1, 2011 to May 31, 2011 | |||
| Brand | Ad Description | Recall Index | |
|---|---|---|---|
| 1 | Orville Redenbacher | Pop Up Bowl -- Criss Angel "magically" turns a popcorn bag into a popcorn bowl (:15) | 221 |
| 2 | Volkswagen | Tiguan -- Boy cannot break a pinata; it spins to reveal the car logo (:30) | 204 |
| 3 | Ford | Fiesta -- Lauren describes her car's styling and her use of sync feature (:30) | 202 |
| 4 | Cheez-It | Cheese mimics a scientist word for word and is not approved for use because it is not mature (:30) | 198 |
| 5 | Jell-O | Pudding -- Girl can tell her dad ate her snack because he has "pudding face" (:15) | 186 |
| 6 | DirecTV | Man watches a firefighter movie in multiple rooms of his house using pause feature (:30) | 185 |
| 7 | Kraft | Macaroni & Cheese -- Boy calls the police on his father for stealing bites of his dinner every night (:30) | 184 |
| 8 | Ford | Fusion -- Krystal describes how her car has changed her co-worker's minds (:30) | 183 |
| 9 | Ford | Fusion -- Baba and Smitha describe their car as attractive and useful with sync (:30) | 182 |
| 10 | McDonald's | Breakfast -- Woman sits down and offers a bite of food to a man who is not actually her "honey" (:30) | 181 |
| Only new ad executions considered, airing weeks of May 1, 2011 to May 31, 2011. The Recall Score is the percentage of TV viewers who can recall within 24 hours the brand of an ad they were exposed to during the normal course of viewing TV. These scores are then indexed against the mean score for all new ads during the period (Recall Index). 100 equals average. For example, with a Recall Index of 221 the top ranked Orville Redenbacher ad has proven to be 2.21 times as memorable as the average new commercial during the past four-week period. Source: The Nielsen Company |
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Chevrolet
| Nielsen Top Ten Best-Liked New Ads, May 1, 2011 to May 31, 2011 | |||
| Brand | Ad Description | Likeability Index | |
|---|---|---|---|
| 1 | Chevrolet | Boy practices saluting with his brother and salutes his returning solider father (:30) | 176 |
| 2 | Red Lobster | Festival of Shrimp -- Select two entrees for $11.99, among old favorites and new items (:30) | 156 |
| 3 | Ritz | Men play checkers using crackers as playing pieces and then eat the pieces (:15) | 148 |
| 4 | Cheez-It | Cheese mimics a scientist word for word and is not approved for use because it is not mature (:30) | 140 |
| 5 | Dr. Pepper | Biker thinks a man is giving his question about the flavor of a soda a wisecrack answer (:30) | 138 |
| 6 | Outback | Sirloin and Lobster Tails -- Back by popular demand but only for a limited time at $14.99 (:15) | 137 |
| 7 | Kraft | Macaroni & Cheese -- Boy calls the police on his father for stealing bites of his dinner every night (:30) | 136 |
| 8 | Volkswagen | CC -- Teen tries to take car out without permission but reads message from dad in rearview camera (:30) | 134 |
| 9 | Volkswagen | Jetta TDI -- Father tells son he can drive after they fill up the tank, but they never need gas (:30) | 127 |
| 10 | IHOP | Double Cheese Tortilla Scramble -- Man proposes to girlfriend as she receives her meal, exclaiming "that's so cheesy" (:15) | 121 |
| Only new ad executions considered, airing weeks of May 1, 2011 to May 31, 2011. The Likeability Score is the percentage of TV viewers who report to like "a lot" an ad they were exposed to during the normal course of viewing TV (among those recalling the brand of the ad). These scores are then indexed against the mean score for all new ads during the period (Likeability Index). 100 equals average. For example, with a Likeability Index of 176 the top ranked Chevrolet ad has proven to be 76% better-liked than the average new commercial during the past four-week period. Source: The Nielsen Company |
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